Health and happiness advertising agency LRXD has launched 'Let Your Taste Wander,' its latest work for client Zespri and its SunGold Kiwifruit brand. The integrated campaign broke on May 27th and targets healthy go-getters ages 35 to 54. The objective is to drive awareness for the overlooked kiwi category and, in particular, SunGold.
“Zespri is excited to partner with LRXD and introduce our brand to more consumers,” said Raul Murguia, head of marketing for the Americas at Zespri. “Thanks to LRXD’s creativity, collaborative mindset and strong digital capabilities, the agency has delivered a truly distinctive campaign that encourages consumers to mix up their shopping routine and discover Zespri SunGold — our highly nutritious signature product, which is sweeter than the more common green kiwifruit. At Zespri, we believe in making life delicious and this campaign lives up to that belief by encouraging consumers to wander into new experiences,” he added.
LRXD created a total of nine spots (three 15-seconds and six 6-seconds) and three print ads, along with a host of other work. The campaign will reach people through a large, integrated buy that includes print, connected TV, pre-roll, digital, social media, influencers and paid search.
Ads direct consumers to a microsite — zesprikiwi.com/wander
— where they can become educated on the product and 'Wander & Win' via 10 weeks of challenges that encourage people to wander, not only with their taste and eating habits, but in everyday life.
'Let Your Taste Wander' ads show shoppers parachuting into and adventuring through lush, remote parts of a hyper-real CG rainforest in New Zealand populated only by exotic animals to collect oversized SunGold Kiwifruit with their shopping carts and red baskets.
Directing collective Tulips & Chimneys created the whimsical CG jungle filled with winged spoons, quarrelsome possums, dancing kiwi birds and lush flora that lead shoppers to the Yellow Kiwifruit. Tulips & Chimneys is a unit of Strange Beast.
“With LRXD’s help, our brand is developing in unique and compelling ways,“ said Sarah Deaton, marketing manager for North America at Zespri. “Like a brave partner, LRXD isn’t afraid to challenge our thinking and open our minds to new possibilities. By championing their vision of this CG world and bringing Tulips & Chimneys into our project, LRXD is making it possible for our young brand to break through the clutter and build awareness with U.S. consumers,” she added.
SunGold is a research-backed, arduously-cultivated, yet completely natural improvement over the average green kiwifruit. It’s sweeter and tasty, and since taste is the category’s key driver, the idea of a new and improved kiwifruit incites excitement. It is also dense in nutrients and has many other health-related benefits.
Target users are not traditional TV viewers, so the media plan is built to reach them in the places they turn to for entertainment, information and aspiration — food and lifestyle sites, connected TV, Hulu, national magazines and social. The plan aligns with credible sources, such as People, Outside, Food & Wine, Backpacker and Parenting to connect with the audience in environments that mean something to them. The Zespri 'Wander & Win' Challenge will also be supported through the campaign and amplified with a robust influencer outreach program.